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Research reports

Pre-testing and commercials "Wake up your stomach"

The general objectives of this research were to assess reactions to and understanding of a new TV Commercial for Eno based on the 'Wake up your stomach' press advertising. The new advertisement was compared to the present 'Tarzan' film and the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1970
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Citation

, C. (1970a, May 01). Pre-testing and commercials "Wake up your stomach". ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/pre-testing-and-commercials-wake-up-your-stomach-


Research reports

Qualitative research on detergents

The research was designed to:1. Examine attitudes to detergents generally.2. Note reactions to own label detergents against national brands.3. Examine expectations of the price differential in relation to national brand and own label detergents.4....

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1970
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Citation

, C. (1970a, May 01). Qualitative research on detergents. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/qualitative-research-on-detergents


Research papers

The position of motivational research

This article attempts to clarify the current position, to define the problems of motivational research, so that everyone can evaluate it and fit it into the context of the systematic and organised methods without which marketing would be in danger of...

Catalogue: The European Marketing Research Review 1967
Author: Guy Serraf
August 1, 1967
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Citation

Serraf, G. (1967a, August 01). The position of motivational research. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/the-position-of-motivational-research


Research papers

Testing new product ideas

There is a limit to what one should expect from concept testing even under the best of circumstances. Often it is difficult to develop a product that will live up to the promise of the concept, or to develop a presentation of a concept that will do...

Catalogue: ESOMAR Congress 1966
Author: Bud Sherak
September 1, 1966
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Citation

Sherak, B. (1966a, September 01). Testing new product ideas. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/testing-new-product-ideas


Research papers

How useful is proposition testing?

Arguments about proposition testing tend to generate much warmth but relatively little light. The situation remains confused. Among advertisers there is a whole spectrum of views, ranging from firm belief to total disillusionment. Most agency and...

Catalogue: The European Marketing Research Review 1966
Author: Stephen King
August 1, 1966
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Citation

King, S. (1966a, August 01). How useful is proposition testing?. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/how-useful-is-proposition-testing-